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Conversation at the Georgetown School of Continuing Studies to members of the All Services Social Media Conference. July 22 2010
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Integrating social mediarelations strategy and getting
leadership buy in
All Service Social MediaConference July 22 2010
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Key points
• Are you ready for the new web ? • Using listening tools for business Intelligence.• Harnessing the power of conversations to build a
new base - Facebook, niche networks• Telling your story - Building a new audience
through content- blogs, videos..• Integrate Social media to your traditional
marketing
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Are ready for a crisis?
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Social Media audience is growing
• Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users.
• With 500M users Facebook could be the 3rd largest country in population (China and India are larger for now)
• LinkedIn Now 60 Million Strong
• 105 Million Twitter users
• http://www.gartner.com/it/page.jsp?id=1293114 • http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-
Adults.aspx
http://scitech.blogs.cnn.com/2010/04/14/twitter-claims-105-million-registered-users/
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Social Media Process
1. Listen
2. Participate
3. Educate
4. Build Community
5. SocialCRM
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Create your community before you need them
• Your community extends far beyond your direct audience– Influencers of influencers– Court of public opinion
• Increase the speed of reaction by combining your Social interactions to your CRM tools
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Harnessing the power of evangelists
• You may not be able to scale to combat the “word of mouse”
• Develop a “raving fans “ through social followers
• Let your fans lead and manage their conversations
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Showing public support for a brand is major consideration for Social Followers
http://www.emarketer.com/Article.aspx?R=1007824&dsNav=Ntk:basic|email+marketin|1|,Rpp:25,Ro:-1
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How Businesses use Social Networking Tools
• Connect with customers
• Get ideas, trends, buzz
• Find peers and network
• Easy distribution of content
• Greater reach
• New clients
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Setting your organizational objectives
• Who are you trying to reach ?
• What do you want to change?
• How will this affect your organization?
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Step 1: Identify who should buy-in
• Identify Linchpin (s) to get this buy-in
• Who else should be involved?– Taking the lawyers to lunch
• Identify internal evangelists
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Step 2: Presence in the Social Media
• Search Results
• Social Profiles
• Content
• Interaction
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Step 3 : Resources
• In-house
• Make it part of existing resources
• Outsource
• Use existing community
• Find internal evangelists
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Step 4: Reasons for Social Media
• Same factors as a business case for public relations
• Media is changing – newspapers are going digital
• Consumers are consuming streams• Gap between a journalist and a reader is a tweet
away• Ensuring Accuracy• Social Swarms• Social Intelligence
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Step 4 : Measurement
• Out : Number of visits , fans and followers
• IN : – Measure outcomes
• Achieve attitudinal change• Reputation• Content shared across the internet• Happier “customers” and even happier employees
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Set-up guidelines and training
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Network Solutions Maintaining Long-term Positive Sentiment
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Establish Social Listening posts
• Google Alerts
• Search.Twitter.com
• Backtype.com comments
• Business Intelligence
• Paid tools like Radian6
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Make your whole organization social
• Every outward facing position can help you
• Existing communications campaign performance can improve with social media integration
• Communications can be faster with social platforms
• Enhance your recruiting efforts
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Integrate your marketing efforts
• Add your social media sites to your website
• Tell your followers on Twitter about your newsletter offers
• Add a sign-up section to your Facebook Page
• Add a link to your website from your blog
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Jeremiah Owyang’s Model For Social Business Structure
• Centralized– Control and implement all efforts
• Organic– Not coordinated, grows organically, experimental
• Coordinated– Centralized processes / units do effort
• Multiple Hub and Spoke– Coordinated across multiple units
• Holistic or Honeycomb– Every Employee empowered
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
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Final Thoughts
• Focus on objectives
• Set-up a coordinated effort
• Educate over restrict
• Measure and change tactics if required
• Community is conversations over broadcasts
• Harness the Wisdom of the crowd
http://www.flickr.com/photos/fwp-dawson/2821182851/
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Network Solutions
• Network Solutions helps small businesses solve the biggest problems the face - finding new customers and growing their businesses.
• Our product line also includes a range of online solutions for building web and ecommerce sites, web hosting and related web services.
• More than 3M small businesses use NS products everyday to run their businesses.
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Questions ?
• Shashi Bellamkonda [email protected]
• Twitter: @shashib• http://blog.networksolutions.com
• Personal Blogs:– Technology & Social Media: http://www.shashi.name– Digital Thoughts: http://readythoughts.blogspot.com– Restaurant Reviews: http://www.carryoncurry.com